Customer testimonials have the highest effectiveness rating for all types of content marketing – 89%! Placed alongside more expensive items, testimonials have been shown to increase conversion rates by 380%!
The reason for their success is because they allow people to build trust quickly. Indeed, 88% of consumers trust online testimonials and reviews as much as recommendations from friends or family.
In a nutshell, testimonials are a powerful piece in the decision making process for most purchases inclusive of everything sold in the health and fitness world like joining your club, going to your class and employing you as a coach. Everything.
If you don’t have any to flash around yet odds are lots of people in your world have lots of positive things to say about your service, and it won’t be hard to pull a bunch together. If you want to know how to get about collecting them and where to post them, this is the article for you.
Short and snappy
Short testimonials say a lot quickly.
They are also the easiest ones to collect and share with the world.
Who to ask for a short and snappy:-
Clients and class participants: Bit of a no-brainer, but start asking the people you are training, coaching or consulting to.
Anyone you have worked for or with: You can always ask employers, employees, fellow staff, volunteers, etc., even if outside of the health and fitness industry. Their words may, for instance, be about your professionalism and good character, your ability to motivate people and listen, all great qualities that cross over into every field.
Teachers, coach, mentors: Ask your sport’s coach, your personal, trainer, teacher or mentor to vouch for your health and fitness, your knowledge, dedication to training etc.
Well known and respected people: If you’re friends with Meg Lanning or Richie Mccaw, Adam Goodes or Valerie Adams, or anyone else that we all know and respect, then hit them up for a few kind words about what a champion you are.
How to ask
Wait until clients have had a few sessions with you. People may not have had enough of a taste of what you do to feel confident saying anything after just one session with you, and in a lot of instances, it may come across as a little desperate. Wait until they have done a few sessions with you or they are a converted client.
Provide a few examples of what you’re looking for, so they know you’re not chasing anything that requires too much time or effort, like:
“(your name) is incredibly motivational.”
“I would highly recommend (your name) group fitness classes.”
“I’ve belonged to a lot of gyms, but this one is the best.”
Check with your workplace. If you are an employee, then talk to your owner/manager about what you want to do. They may already collect feedback you can use, or be able to do it easier than you, or need to check it off.
Conversation gems People will often be telling you verbally about the awesome session they just had with you, or how fabulous they feel, are sleeping, running, etc., since working with you. This is your chance to say ‘Do you mind if I use what you just said? To inspire others into taking action?’ Say it back to them to clarify send them a follow-up email/text confirming the exact words and check they are still all okay with it. Then fire them off a link to where it ends up appearing (in case they want to share it) and a thank you note.
Via online feedback. When you send out your online feedback form link, asking your clients and customers about your services, tack on the option for them to provide a short and snappy testimonial about you, that you can use publicly.
Ask your testimonial giver if you can put a photo of them and their full name next to it. If they’re not keen on that idea, what would they be comfortable with? Their initials and age? Occupation and gender? How long they have been training with you? All these added identifying details can add authenticity and provide another way in which people will find the testimonial relatable.
Where to put testimonials
Testimonials go everywhere that you want to make a positive impression!
- Hard copy material. Brochures, leaflets, posters and business cards. Try and squeeze in one or two on to everything you print out.
- Website: Websites using testimonials has been said to generate a 45% increase in traffic compared to those who don’t use them. Create a page on your website for them, or if your profile is on someone else’s website ask if you can add a few testimonials to it.
- Social media: Whichever one you use, post the occasional one as it comes in, particularly if the person has had great results. Ideally link your posts back to your website, i.e. where they can read the full story of your client, but also where they can find out about your prices, booking form, timetable, quals, articles etc.
- Newsletters: Include in your regular email to your tribe. If your workplace does the newsletters, ask if you can have a snappy testimonial and a pic about your clients included.
- Your starter pack: Include something with your testimonials on it in your starter pack or goodies bag. They may be on the back of your contract or down the side of your class timetable, printed onto your training diary or a drink bottle.
Aim to collect half a dozen short, snappy testimonials to get started with. Once you’ve done that, raise the bar, widen the net and consider the other types of testimonials below.
1.Before and after pics
These can work brilliantly as a testament to your work. I am a huge fan of them when they are done well. I have written a guide about them which if you’ve signed up to The Challenge Chic you’ll get access to.
For now, my advice is: start taking all sort of before pics. They don’t have to be for the purposes of showing body-shape changes. They can be to reveal improvements in people’s flexibility, posture, squatting technique and a whole bunch of other stuff that will be important to those considering using your services.
Video testimonials get high engagement. Check out these stats.
- Marketers who use video grow revenue 49% faster than non-video users.
- Videos up to 2 minutes long get the most engagement.
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- Social video generates 12 times more shares than text and images combined
- An initial email with a video receives an increase click-through rate by 96%.
The video recipe
An entrant happily agreed to do a video testimonial which you will find here. She did it in one take, off the cuff. (She wasn’t my client by the way but was trained by one of the many great PTs involved in delivering the 20 Week Challenge). I think most of you would agree it’s an awesome video and that your clients/members could all do something similar. The recipe is simple.
Tracey talked about her pain points first. She then spoke about how she discovered the Challenge (substitute with you). Next up, how much better she felt and finally, how the future now looked bright.
In a similar vein, videos can sometimes be the only way to show the types of changes people experience effectively.
To explain, one year, I had a bunch of entrants in a challenge trying to improve their balance over 20 weeks. Many personal trainers filmed their before and after efforts to submit to the judges. That footage of clients balancing on swiss balls, and on one leg and doing handstands etc., was gold. I hope the trainers involved use it in their bag of testimonials.
I haven’t used audios but would have if I had thought of it and likely will in the future. I love the idea that people can click on a pic and hear the voice of a real person, without all the extra layers involved in doing videos. There are less viewing glitches because of internet speeds. There’s also less work for me and the client. It’s also less daunting for clients, and yet it has more richness than a short written statement.
Go on, click on the smiley guy and hear some Aussie birds!
In this scenario, it might be handy to give people some prompts like these questions.
- Describe yourself before you started using my service?
- What was the obstacle or hesitation you had about using the services of someone like me/this club?
- What happened as a result of using my service?
Other options could be:-
- What did you like most about my service?
- Would you recommend my service? If so, why?
And always ask at the end:-
- Is there anything you’d like to add? This is often where the gems are!
4. Survey and poll results
All the data for the graphs below were collected using Survey Monkey. We asked entrants about the areas they had improved in, and this is the percentage of entrants that responded positively to each of the categories. Survey Monkey turns the data into a graph at the push of a button.
Pics like this are even more appealing to me than before and after photos and simple statements, but everyone is different on that front. Just know, some people, people like me, love graphs and they are easy to do.
All our testimonials tell a story. A story that reassures a reader that we will be able to help them. Sometimes a few short and snappy ‘stories’ are enough to do that. Other people like a story with pictures. Sometimes a more lengthy and personal story can be helpful.
Below is an excerpt from Corey’s page with a longer story and a combo of elements. People’s eyes will be drawn to what matters most to them. There are some kind words from his trainer in their too.
If you head to that website (click on Corey below), you can check out heaps of other ‘Entrant Journeys’ and see which ones impress you and mirror them.
There’s also a real mix of short and long-form written testimonials in this list of 500 achievements! I think the concept of having people share their ‘achievements’ is great. My effort is not pretty, and I’m not sure I’d do it that way again. I still tear up when I read them though, and once I read one, I feel compelled to keep going, ….500 later!
Note, I don’t run the Challenge anymore or the Catch Fitness workshops so I’m not trying to persuade any of you to sign up to them and I also feel okay dissing my own efforts at not nailing how I have showcased them – especially my early efforts!